The study was conducted in Kebbi State which were purposively selected due to its importance in rice production and marketing. The sampling method used was simple random sampling technique. The State was divided into four, according to Kebbi State Agricultural Development Project (ADP) zones, namely Argungu, Bunza, Yauri and Zuru Zones. The survey was employed in four ADP zones. Four sampled markets were selected using simple random sampling method among the available markets. The marketing information was randomly collected from the selected 40 producers, 40 consumers and 40 market participants (traders) in rice marketing respectively, making a total of 120 respondents. The result was analyzed using descriptive statistic and Gini coefficient. The Gini coefficient result shows that 0.59. Since the coefficient ids closer to one, the concentration of the market is relatively high, indicating the existence of the inefficiency of the market. The Conduct shows that 100% of the sampled traders agreed that the purchase price of rice is entirely dependent on demand and supply of rice market per day. It also shows that the purchase price of rice cannot be clearly identified until the final transaction took place.